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© 2018 Freeman. All Rights Reserved.
A Comprehensive Guide to What’s Trending in Brand Experience
The Freeman Trend Lab
INSIGHTS / TREND LAB2
Contents
INTRODUCTION 03
ATTITUDE 10
FORMAT 21
EFFECTIVENESS 33
CONTENT 44
ENGAGEMENT 60
INTERSECTIONAL 78
WANT MORE? 91
INSIGHTS / TREND LAB3
Welcome to the Freeman Trend Lab Our world is not only undergoing a digital transformation, it is changing at the speed of innovation. With exciting new opportunities, ideas, and visions taking shape every minute, it is vital to keep pace with new and emerging trends.
The big question is how do trends affect me, my ecosystem, my business, my future — and what influence do they have in the brand experiences they impact.
That is why we created Trend Lab.
Trend Lab is an insight incubator offered by Freeman to re-imagine opportunities and address the challenges of an ever-changing world. We analyse trends and help you figure out how they can help shape your business and brand experiences.
INSIGHTS / TREND LAB4
We do this in three ways:
Trend Lab Website. We have collected, tested, and categorised the latest trends, helping you see not only their merits, but their context and how they can be applied.
Trend Lab Engagements. Whether it’s a speaking engagement at an event or introducing top trends at an office, Trend Lab Engagements address the specific needs of an audience. We hand-pick the trends that will help that audience grow and thrive in the face of change.
Trend Lab Workshops. Time to dive deep with inspiration, insights and ideas. These are immersive innovation sessions lasting between a half day and three days, working with an organisation to design the trajectory of its brand and to custom-select the precise tools and trends that will result in a clear roadmap and next steps.
We know it can be overwhelming to keep up with all the latest trends, which is why we’ve focused on making Trend Lab clear, easy to understand, and fun to explore.
Open your mind to the possibilities, and come play in our lab. We can’t wait to collaborate and see where imagination meets the future.
Enjoy!
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INSIGHTS / TREND LAB5
The Trend Lab Methodology
The Freeman Trend Lab identifies timely and relevant shifts in the marketplace and re-imagines those opportunities through the lens of brand experience. Its purpose is to facilitate inspiration, ideation, and vision to help reinvent your brand experience approach and strategies.
You will find that these are trends that you can see in the marketplace today, and will continue to grow over the next 12 to 18 months. And because we are constantly scouring for the latest and greatest, Trend Lab will be the single resource you will come back to time and time again.
In short, Trend Lab provides the missing link between trend identification and strategic application to elevate your brand experience in an ever-changing world.
How?Like any scientific exploration, our Trend Lab starts with a question — three, actually. Our rigorous question-based filters ensure trends have long-lasting impact:
has there been a shift?
does it inspire change?
can it lead to innovation?
INSIGHTS / TREND LAB6
MCMAKER CULTURE
TREND
37
DODO GOOD
TREND
07
eLE-LITERATE GENERATION
TREND
36
LoLOW-WASTE MOVEMENT
TREND
22
MmMINDFULNESS MOMENTS
TREND
21
RIRE-INVENTORS
TREND
40
ReRULES OF ENGAGEMENT
TREND
48
RTRISK TAKERS
TREND
14
AcAUDIENCE TAKES CONTROL
TREND
01
PsPOPSCAPE
TREND
32
EdEDUTAINMENT
TREND
04
CiCOLLABORATION INCUBATORS
TREND
25
EAEVENT ADVENTURES
TREND
24
HKHACKATHONS
TREND
49
NFNEW EVENT FORMATS
TREND
03
TfTED FACTOR
TREND
05
VSVENUE STATEMENT
TREND
10
BDBIG DATA
TREND
11
HVHIGH-VALUE SPONSORSHIP
TREND
12
LLOCATION MAPPING
TREND
47
RRETARGETING
TREND
50
sdSMALL DATA
TREND
39
WWORD OF MOUTH
TREND
19
XgXPERIENCE GUIDES
TREND
45
CCONTENT CONCIERGE
TREND
31
LLLAUGHTER AS LANGUAGE
TREND
30
EjEVENTJACKING
TREND
28
LmLESS IS MORE
TREND
46
MeME EXPERIENCES
TREND
34
mMICROMARKETING
TREND
53
PPERSONALISATION
TREND
38
QqQUALITY V QUANTITY
TREND
13
STSTORYWORLDS
TREND
15
TcTAKEAWAY CONTENT
TREND
06
VuVIDEO UBIQUITY
TREND
29
VVISUAL SPEAKING
TREND
23
AARTEFACT
TREND
17
VoVOICE
TREND
63
CcCONNECTED COMMUNITIES
TREND
02
HHANDS-ON
TREND
16
H2HOLOGRAMS 2.0
TREND
52
IpIMMERSIVE PARTICiPATION
TREND
33
MRMIXED REALITY
TREND
51
OlON-LIVE EXPERIENCE
TREND
42
RXRETAIL EXPERIENCE
TREND
18
RCREACTIVE CONTENT
TREND
66
2SSECOND SCREEN
TREND
43
TpTECHNOLOGY WITH PURPOSE
TREND
65
V2VR 2.0
TREND
41
msMULTISENSORY
TREND
27
GGAMIFICATION
TREND
09
TETECH ETIQUETTE
TREND
64
NPNOMOPHOBIA
TREND
60
NdA NEW DATA DISCOURSE
TREND
58
DPDATA POLICE
TREND
59
NENOW ECONOMY
TREND
61
YYOUTUBERS
TREND
56
FFOMO
TREND
62
AIAI AUTHORSHIP
TREND
55
GGIG ECONOMY
TREND
57
Attitude Format Effectiveness Content Engagement Intersectional
Macro (vision) Micro (tactics)Macro (vision) Micro (tactics)
Only the trends that meet these qualifications can be entered into the Trend Lab.
We classify the confirmed trends into six categories. The categories move from macro to micro, or vision to tactics, to form the Periodic Table of Trends.
Because of the rigour of our process, you can rest assured that Trend Lab is the ultimate resource for brand experience trends. We sift through the rapid-fire pace of information flow to help you discover the trends that will help you optimise your audience engagement, brand experiences, and business growth.
INSIGHTS / TREND LAB7
MCMAKER CULTURE
TREND
37
DODO GOOD
TREND
07
eLE-LITERATE GENERATION
TREND
36
LoLOW-WASTE MOVEMENT
TREND
22
MmMINDFULNESS MOMENTS
TREND
21
RIRE-INVENTORS
TREND
40
ReRULES OF ENGAGEMENT
TREND
48
RTRISK TAKERS
TREND
14
AcAUDIENCE TAKES CONTROL
TREND
01
PsPOPSCAPE
TREND
32
EdEDUTAINMENT
TREND
04
CiCOLLABORATION INCUBATORS
TREND
25
EAEVENT ADVENTURES
TREND
24
HKHACKATHONS
TREND
49
NFNEW EVENT FORMATS
TREND
03
TfTED FACTOR
TREND
05
VSVENUE STATEMENT
TREND
10
BDBIG DATA
TREND
11
HVHIGH-VALUE SPONSORSHIP
TREND
12
LLOCATION MAPPING
TREND
47
RRETARGETING
TREND
50
sdSMALL DATA
TREND
39
WWORD OF MOUTH
TREND
19
XgXPERIENCE GUIDES
TREND
45
CCONTENT CONCIERGE
TREND
31
LLLAUGHTER AS LANGUAGE
TREND
30
EjEVENTJACKING
TREND
28
LmLESS IS MORE
TREND
46
MeME EXPERIENCES
TREND
34
mMICROMARKETING
TREND
53
PPERSONALISATION
TREND
38
QqQUALITY V QUANTITY
TREND
13
STSTORYWORLDS
TREND
15
TcTAKEAWAY CONTENT
TREND
06
VuVIDEO UBIQUITY
TREND
29
VVISUAL SPEAKING
TREND
23
AARTEFACT
TREND
17
VoVOICE
TREND
63
CcCONNECTED COMMUNITIES
TREND
02
HHANDS-ON
TREND
16
H2HOLOGRAMS 2.0
TREND
52
IpIMMERSIVE PARTICiPATION
TREND
33
MRMIXED REALITY
TREND
51
OlON-LIVE EXPERIENCE
TREND
42
RXRETAIL EXPERIENCE
TREND
18
RCREACTIVE CONTENT
TREND
66
2SSECOND SCREEN
TREND
43
TpTECHNOLOGY WITH PURPOSE
TREND
65
V2VR 2.0
TREND
41
msMULTISENSORY
TREND
27
GGAMIFICATION
TREND
09
TETECH ETIQUETTE
TREND
64
NPNOMOPHOBIA
TREND
60
NdA NEW DATA DISCOURSE
TREND
58
DPDATA POLICE
TREND
59
NENOW ECONOMY
TREND
61
YYOUTUBERS
TREND
56
FFOMO
TREND
62
AIAI AUTHORSHIP
TREND
55
GGIG ECONOMY
TREND
57
Attitude Format Effectiveness Content Engagement Intersectional
Macro (vision) Micro (tactics)Macro (vision) Micro (tactics)
INSIGHTS / TREND LAB8
MCMAKER CULTURE
TREND
37
DODO GOOD
TREND
07
eLE-LITERATE GENERATION
TREND
36
LoLOW-WASTE MOVEMENT
TREND
22
MmMINDFULNESS MOMENTS
TREND
21
RIRE-INVENTORS
TREND
40
ReRULES OF ENGAGEMENT
TREND
48
RTRISK TAKERS
TREND
14
AcAUDIENCE TAKES CONTROL
TREND
01
PsPOPSCAPE
TREND
32
EdEDUTAINMENT
TREND
04
CiCOLLABORATION INCUBATORS
TREND
25
EAEVENT ADVENTURES
TREND
24
HKHACKATHONS
TREND
49
NFNEW EVENT FORMATS
TREND
03
TfTED FACTOR
TREND
05
VSVENUE STATEMENT
TREND
10
BDBIG DATA
TREND
11
HVHIGH-VALUE SPONSORSHIP
TREND
12
LLOCATION MAPPING
TREND
47
RRETARGETING
TREND
50
sdSMALL DATA
TREND
39
WWORD OF MOUTH
TREND
19
XgXPERIENCE GUIDES
TREND
45
CCONTENT CONCIERGE
TREND
31
LLLAUGHTER AS LANGUAGE
TREND
30
EjEVENTJACKING
TREND
28
LmLESS IS MORE
TREND
46
MeME EXPERIENCES
TREND
34
mMICROMARKETING
TREND
53
PPERSONALISATION
TREND
38
QqQUALITY V QUANTITY
TREND
13
STSTORYWORLDS
TREND
15
TcTAKEAWAY CONTENT
TREND
06
VuVIDEO UBIQUITY
TREND
29
VVISUAL SPEAKING
TREND
23
AARTEFACT
TREND
17
VoVOICE
TREND
63
CcCONNECTED COMMUNITIES
TREND
02
HHANDS-ON
TREND
16
H2HOLOGRAMS 2.0
TREND
52
IpIMMERSIVE PARTICiPATION
TREND
33
MRMIXED REALITY
TREND
51
OlON-LIVE EXPERIENCE
TREND
42
RXRETAIL EXPERIENCE
TREND
18
RCREACTIVE CONTENT
TREND
65
2SSECOND SCREEN
TREND
43
TpTECHNOLOGY WITH PURPOSE
TREND
65
V2VR 2.0
TREND
41
msMULTISENSORY
TREND
27
GGAMIFICATION
TREND
09
TETECH ETIQUETTE
TREND
64
NPNOMOPHOBIA
TREND
60
NdA NEW DATA DISCOURSE
TREND
58
DPDATA POLICE
TREND
59
NENOW ECONOMY
TREND
61
YYOUTUBERS
TREND
56
FFOMO
TREND
62
AIAI AUTHORSHIP
TREND
55
GGIG ECONOMY
TREND
57
Attitude Format Effectiveness Content Engagement Intersectional
Macro (vision) Micro (tactics)
RCREACTIVE CONTENT
TREND
54
Furthermore, we’ve highlighted six key trends for the year.
After evaluating all of the trends in the lab, and examining the behavioural, societal, and technological shifts taking place around the world and impacting our industry, these six trends rose to the top as the ones that you will see time and time again in the brand experience space.
TREND
07
DODO GOOD
TOP TREND OF THE YEARTREND
25
CiCOLLABORATION INCUBATORS
TREND
45
XgXPERIENCE GUIDES
TREND
15
STSTORYWORLDS
TREND
09
GGAMIFICATION
TREND
60
NPNOMOPHOBIA
INSIGHTS / TREND LAB9
enter the Trend Lab!Ready to dig in?
INSIGHTS / TREND LAB10
The sensibilities and inclinations motivating today’s audiences.
Attitude TREND
07
DODO GOOD
TOP TREND OF THE YEAR
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB11
TREND
37
MCMAKER CULTURE
Maker Culture
An artisanal approach to small-scale production Today’s makers rebel against mass production and humanise commerce through creativity
and community. This movement celebrates the tinkerer’s mentality that crafts the work.
It’s intimate, tapping into the skills, knowledge, and stories of the people, products, and
services that forge a state-of-the-artisan mindset.
Attitude
labtrend
Maker Culture in Action
Maker Faire takes the whimsical atmosphere of a carnival and
combines it with Comic-Con, Burning Man, and an inventors’
conference. This festival exists to celebrate and further the creative
magic behind the tinkerer movement.
TREND
37
MCMAKER CULTURE
INSIGHTS / TREND LAB12
TREND
07
DODO GOOD
Do Good
Doing good — with purpose By bringing communities together to learn, grow, and network, we can weave purpose into
our objectives and contribute to the greater good. A collective mission to make a difference
can bring positive change to everything and everyone… everywhere.
Attitude
labtrend
Do Good in Action
Nike leads by example in sports and marketing excellence by championing
causes that reflect its values. The 2017 Equality campaign ‘Worth should
outshine color’ kicked off in the U.S. during Black History Month and
inspires people to take actions, on and off the field, that encourage fairness
and diversity. The fully integrated campaign includes altruistic partnerships
and a $5M donation to numerous equality-forward organisations.
INSIGHTS / TREND LAB13
TREND
07
DODO GOOD
top trend DO GOOD | By bringing communities together, we can weave purpose into our objectives and contribute to the greater good.
INSIGHTS / TREND LAB14
TREND
37
MCMAKER CULTURE
Low-waste Movement
Efficient and innovative thinkingMindful production and reduction means more profit and purpose, creating more efficiency,
less waste, and greater sustainability. This is a state of mind that leads by example, utilising
all means necessary to recycle and upcycle at every moment, reducing carbon footprints
and supporting the local economy, being organic and embracing our environment, ultimately
creating zero-waste events and experiences.
Attitude
labtrend
Low-waste Movement in Action
To be more in tune with sustainability, NAMM (National Association of
Music Merchants) overhauled its annual event, implementing the Five Rs
strategy: Rethink, Reduce, Reuse, Recycle, Repurpose. Improvements
included recyclable graphics and carpet and key benchmarks to measure
success going forward. It also involved exhibitors and sponsors to reduce
their impact as well.
TREND
22
LoLOW-WASTE MOVEMENT
INSIGHTS / TREND LAB15
TREND
37
MCMAKER CULTURE
Mindfulness Moments
The intersection of attention and intention Organic connections happen when an environment encourages meaningful
exchanges. Creating mindfulness moments allows for this and is a powerful
way to disrupt the always-on routine at any event. This deliberate and mindful
approach encourages audiences to pause the distractions and plug into
mindfulness. Whether it is an oxygen bar, wellness spa, or revitalising cafe, these
moments give visitors the chance to reflect and recharge for the day ahead.
Attitude
labtrend
Mindfulness Moments in Action
According to Forbes, event managers rank among the top ten most
stressful jobs. So it makes sense that IMEX continues to feature
meditation guru and author Lee Papa at its annual event. Papa also
helped develop the Be Well Lounge, where meditation sessions and
yoga classes are held daily during the three-day conference.
TREND
21
MmMINDFULNESS MOMENTS
INSIGHTS / TREND LAB16
TREND
48
ReRULES OF ENGAGEMENT
Rules of Engagement
Designing out the intrusive experienceConsumers don’t tolerate intrusive and unwelcome actions these days, particularly
if those actions hinder their ability to engage. There is risk of oversaturation and
hyperstimulation in today’s everyday environment. Overengaging in experiences can
create rejection — annoyance leads to avoidance. It is vital to construct acceptable
interactions that are welcoming and unique.
Attitude
labtrend
Rules of Engagement in Action
Google recognised consumers’ frustration over invasive pop-up
ads. Aiming to improve the user experience, the behemoth issued a
directive to crack down on websites featuring intrusive ads so there’s
not a disruption in content consumption.
INSIGHTS / TREND LAB17
TREND
37
MCMAKER CULTURE
Reinventors
A new breed of idea creationInnovation comes from people, not companies. In a world where everyone
and everything is constantly changing, brands need to ensure that they are
always one step ahead of the pack. It’s those who effectively challenge the
norm and do away with traditional stereotypes that will successfully shake
things up and build brand loyalty amongst consumers.
Attitude
labtrend
Reinventors in Action
Originally a provider of DVDs for sale and rental, and later of a mail-
based subscription service, it was the launch of online streaming that saw
the Netflix brand rise to ubiquity. This classic reinvention story proved so
successful because Netflix offered people something different: access to
their favourite TV programmes and movies on demand.
TREND
40
RIREINVENTORS
INSIGHTS / TREND LAB18
TREND
36
eLE-LITERATE GENERATION
E-Literate Generation
The audience and consumer become maker, creator, risk takerThis socially driven group seeks horizon-broadening information and experiences they can
consume quickly and share widely. Get ahead by offering something relevant they can’t get
anywhere else — added value they can take with them that enriches their life and their world.
Involve these cultural influencers with moments that personally involve them and make a
stand for the greater good.
Attitude
labtrend
E-Literate in Action
As five-time sponsor of Capital’s Summertime Ball at Wembley Stadium
in London, Vodafone wanted to wow tech-savvy e-literates with a live
customer experience that encouraged bragging and sharing. The brand
achieved this by creating a ‘party before the party’ with four unique offerings
including a photo op Emoji Orchard, Secret Garden, and makeover booths
in the Superstar Village amid live music.
INSIGHTS / TREND LAB19
Case Study VidCon
Learn the secret to engaging the e-literate generation.
INSIGHTS / TREND LAB20
TREND
37
MCMAKER CULTURE
Risk Takers
Fearless in the face of failureWhen you shake things up by taking a new path, it can appear risky. But risk often
leads to failure, failure leads to learning, and learning leads to smarter, more strategic
solutions. But risks don’t have to be blind: Tapping into data and strategy lets you
understand when to do it for the best possible outcome.
Attitude
labtrend
Risk Takers in Action
When TOMS shoes launched with a ‘buy one, give one’ business
model, the market called foul. And they called founder Blake
Mycoskie a fool. But that ‘foolish’ risk soon proved brilliant and
sent a generation of millennial consumers and businesses into the
sharing economy.
TREND
14
RTRISK TAKERS
INSIGHTS / TREND LAB21
The au courant modes and patterns evolving brand experiences and the environments they inhabit.
FormatTOP TREND OF THE YEAR
TREND
25
CiCOLLABORATION INCUBATORS
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB22
TREND
01
AcAUDIENCE TAKES CONTROL
Audience Takes Control
Crowdsharing is caringA one-way information dump to passive audiences is so 2009. High expectations and
demands for personalisation mean audiences want to be in the driver’s seat, setting the
course. To stay ahead of the curve and evolve the relationship journey, provide engaging
opportunities through crowdsourcing and crowdsharing that allow attendees to contribute to
the experience on their terms.
Format
labtrend
Audience Takes Control in Action
Through multiple choose-your-own-adventure experiences, Subaru
reinforced its fan base and enticed potential customers with activations
showing how Subaru vehicles could enhance their lives. Attendees could
create customised vehicles, navigate road trip fantasies through green
screens, personalise preferences on touchscreens, and then share the
images through social media with speedy results.
INSIGHTS / TREND LAB23
TREND
32
PsPOPSCAPE
Popscape
Curated, branded houseWhether permanent or temporary, these fun, immersive structures allow consumers
to physically step inside a brand’s world. Pop-ups provide an opportunity for brands
to create moments of joy in tangible experiences. They engage all of the senses
to create truly immersive experiences and invite guests to develop an in-depth
understanding of a brand and its core values.
labtrend
Popscape in Action
Combining coffee and couture may seem like an odd blend, but it was the
right move for Chanel. The brand’s Chanel Café, a café-themed beauty pop-
up in Singapore, was designed to engage millennials in the lifestyle brand
while introducing a variety of new products — all in a fun, casual setting. Format
INSIGHTS / TREND LAB24
TREND
25
CiCOLLABORATION INCUBATORS
Collaboration Incubators
A safe space for innovationEvents provide ideal environments for engagement that strengthens interaction,
communication, and collaboration. Creating space for innovation incubators allows attendees
to work together creatively to tackle challenges, solve problems, and even create new
products, services, or solutions. Whether it’s a hackathon, pitch contest, or spontaneous
brainstorm, attendees leave engaged and inspired.
Format
labtrend
Collaboration Incubators in Action
Centred around the Freeman Learning Cycle, the Experience FreemanSM
employee event offered five designated areas corresponding to each step
in the cycle to engage attendees. Amidst TED-style talks and ‘genius bar’
booths, studio teams collaborated using Learning Cycle tools to create
solutions for current projects. Moving people through the stages of our
‘user guide’ provided ample opportunities for interaction and idea exchange.
INSIGHTS / TREND LAB25
TREND
25
CiCOLLABORATION INCUBATORS
COLLABORATION INCUBATORS | Creating space for innovation incubators allows attendees to work together.
top trend
INSIGHTS / TREND LAB26
TREND
24
EAEVENT ADVENTURES
Event Adventures
Venture beyond the convention hallRIP, plug-and-play events. In our overstimulated marketplace, brands must create
experiences that venture outside the event norm, literally and figuratively. The
secret sauce for lasting impressions? Adventures that provide extraordinary,
memorable experiences that surprise and delight. The impression goes even
deeper if you meaningfully integrate the brand along the way.
labtrend
Event Adventures in Action
To highlight sunny Florida in the middle of winter, Experience Kissimmee
offered Chicago consumers a zip line experience in Millennium Park.
Audiences waited for hours amidst snowy temps to take a ride because
the experience provided unexpected fun worth sharing (seven million
social impressions!) and reinforced notions of escaping to the beach. Format
INSIGHTS / TREND LAB27
TREND
04
EdEDUTAINMENT
Edutainment
Making learning funA more personal, interactive, and consumable style of learning has emerged, making the
experience of education more fun. The participatory element is key here, and it means
revisiting the traditional classroom approach to make way for a more dynamic and
collaborative approach that informs and inspires at once.
Format
labtrend
Edutainment in Action
Duolingo has taken the art of learning a new language and gamified
it in a fun and engaging way. The app and computer-based service
teaches users how to read, write, listen, and speak through a range of
bite-size games and challenges, and they earn points when lessons
are completed.
INSIGHTS / TREND LAB28
TREND
05
TfTED FACTOR
TED Factor
Connecting big ideas to personal stories Audiences today love thought leaders, intimacy, and casual environments. And they
love ideas more than credentials. That’s the essence of TED Talks. The cultural
effect on events has been attendees craving shorter sessions, more interactive
content, relatable stories, and usable concepts.
labtrend
TED Factor in Action
Dubbed the TED Talks of parenting, The Mindr event is a series of casual
workshops and talk series dealing with current affairs and advocacy, with
the goal of connecting parents and caregivers with others while partaking
in unique, expert-led discussions. And it’s held in bars and restaurants!Format
INSIGHTS / TREND LAB29
TREND
03
NFNEW EVENT FORMATS
New Event Formats
Not your granddad’s eventHow do you please populations that can see or listen to anything at their digital fingertips?
Give them something physical they haven’t experienced before that activates many senses.
According to Eventbrite and Peerspace research, audiences seek venues that ‘scream
special’ and ‘one-of-a-kind experiences’ aided by ‘transformative technology.’
Format
labtrend
New Event Formats in Action
Daybreaker is a morning dance party starting as early as five a.m., and in
nontraditional locations. It has grown from a small social experiment in the
basements of New York City coffee shops to a popular celebration in 28
major cities worldwide at unique venues.
INSIGHTS / TREND LAB30
TREND
10
VSVENUE STATEMENT
Venue Statement
When the location becomes the experienceSometimes you can’t separate the location from the event. Both are intertwined
in the overall attendee experience — especially when shooting for originality by
producing in nontraditional venues like airport hangars, warehouses, castles,
rooftops, and even parking lots. That is real estate with a purpose, a true testament
to providing unique value to audiences.
labtrend
Venue Statement in Action
Producing an experience in the middle of a desert seems
counterproductive, especially when, each time, the venue is built from
scratch (by attendees, even) and then demolished. But that’s the genius
of Burning Man, offering an original, tailored experience that can never be
separated from its location.Format
INSIGHTS / TREND LAB31
Case Study Cineplex Showcase
Think movie theatres are only meant for watching movies? Think again!
INSIGHTS / TREND LAB32
TREND
49
HKHACKATHONS
Hackathons
A digital sprintThis disruptive live event format sees participants — typically coders, product
developers, and UX specialists — collaborate for between roughly 12 and 48
hours in order to develop solutions to a particular problem, with the end result
being the creation of a new, cutting-edge feature or product.
Format
labtrend
Hackathons in Action
Techstars Startup Weekend hosts 54-hour hackathons in 150 different
countries. Aimed at everyone from serial entrepreneurs right through to
those starting out, participants either choose a project or pitch their own
idea, form teams, network (and maybe meet their new business partner in
the process!), and present their product or service at the end.
INSIGHTS / TREND LAB33
Powerful and practical elements that give brand experience a fresh edge and compelling results.
EffectivenessTOP TREND OF THE YEAR
TREND
45
XgXPERIENCE GUIDES
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB34
TREND
37
MCMAKER CULTURE
Location Mapping
Connecting via proximity Beacon-enabled platforms, RFID badges, and other predictive tech are not the rise of Big
Brother but the dawn of hyperpersonalisation — where marketers can analyse attendee
behaviour to deliver real-time, accurate, relevant, and contextualised content and products.
Location Mapping in Action
Most airlines use beacons in the check-in area, transit zones, and certain
areas of the airport where passengers gather. The most common use of
beacons by airlines is to transmit flight and gate updates to customers
through airline apps. The usage of beacons is expected to increase to
further streamline the industry.
TREND
47
LLOCATION MAPPING
Effectiveness
labtrend
INSIGHTS / TREND LAB35
TREND
37
MCMAKER CULTURE
Retargeting
Second chances that count Looking for personalised digital advertising? Retargeting harnesses web cookies to market
your event to previous website visitors, offering them tailored and relevant messages.
Retargeting also allows you to narrow promotional focus and let ads appear wherever visitors
have demonstrated an interest in your brand. This means potentially higher conversion.
Retargeting in Action
To boost attendance at its Kitchen & Bath Industry Show, the National
Kitchen & Bath Association deployed a smart retargeting strategy, with
differentiated messages created based on audience need — driving more
than 700 new registrations for the show!
TREND
50
RRETARGETING
Effectiveness
labtrend
INSIGHTS / TREND LAB36
TREND
11
BDBIG DATA
Big Data
Big insights, one data point at a timeBig Data is large data sets analysed with powerful computing to reveal patterns, trends, and
associations in human behaviour/interactions. It’s no longer just for mammoth companies,
though! A Forrester study found that marketers from many-sized companies already leverage
big data to improve responsiveness and gain greater insights for client strategies.
Effectiveness
labtrend
Big Data in Action
Housing company Twiddy & Company harnesses Big Data analytics
tools to distill its spreadsheets into a customisable format that can be
shared with homeowners and contractors. The company can now offer
pricing recommendations pinpointed down to the week, based on market
conditions, seasonal trends, and the home size and location.
INSIGHTS / TREND LAB37
Industry Perspective IBM
Hear from Colleen Bisconti of IBM on why she feels data is the most important thing event professionals have at their disposal.
INSIGHTS / TREND LAB38
TREND
37
MCMAKER CULTURE
High-value Sponsorship
Partnerships with a mission The days of traditional sponsorship are as dead as the dodo. The digital age
allows sponsors to be more engaged with audiences and integrated into event
marketing. With a creative, multidimensional program, sponsorship not only
brings value to attendees, but it can permeate the entire event cycle.
High-value Sponsorship in Action
Vodafone harnessed an integrated sponsorship campaign at the Capital’s
Summertime Ball at Wembley Stadium, injecting its brand messaging into
live events, VIP areas, social media marketing, and swag for attendees. A
total of 96 per cent of attendees recalled that Vodafone was a sponsor.
TREND
12
HVHIGH-VALUE SPONSORSHIP
Effectiveness
labtrend
INSIGHTS / TREND LAB39
Case Study Vodaphone
Learn why the telecommunications brand took to the automotive space to highlight the power and reliability of its 4G mobile network.
INSIGHTS / TREND LAB40
TREND
39
sdSMALL DATA
Small Data
The qualitative side of data analytics Analytics are killer in the digital age, but human connections still rule in any age. Small data is
simply finding those qualitative, ‘sweet spot’ results through face-to-face interactions. It’s the
personal touch, and it’s why events are still a chief form of marketing.
Small Data in Action
After years of struggling and misfires, Lego focused less on big-
time analytics and tried something novel: sending executives into the
rooms of children to find out what they actually liked. The result was
breakthrough insights that revamped the brand and even gave us the
blockbuster Lego Movie.Effectiveness
labtrend
INSIGHTS / TREND LAB41
TREND
37
MCMAKER CULTURE
Xperience Guides
The ultimate brand checklist Now that marketers are investing more of their budget into brand
experience, it’s time to extend traditional brand guidelines to
accommodate the growing medium. This is a must when delivering global
or national road shows and for brands that activate on a regular basis, as
it ensures a consistent message across the board.
Xperience Guides in Action
From London to Singapore and everywhere in between, this tech brand’s
touring event spans the globe. Each event in the series maintains the same
overall look and feel through everything from its signage to website, yet
at the same time, event content is tailored to ensure it is relevant to the
local audience.
TREND
45
XgXPERIENCE GUIDES
Effectiveness
labtrend
INSIGHTS / TREND LAB42
TREND
45
XgXPERIENCE GUIDES
XPERIENCE GUIDES | It’s time to extend traditional brand guidelines, especially when delivering global or national road shows and for brands that activate on a regular basis.
top trend
INSIGHTS / TREND LAB43
TREND
19
WWORD OF MOUTH
Word of Mouth
Nothing is more powerful than a personal recommendationShort attention spans, ad blockers, and just TMI all around. What can a marketer do?
According to statistics, 86 per cent of consumers trust word of mouth more than any form of
advertising, and it’s a chief motivator for buying a product. Word of mouth is triggered when a
customer experiences something far beyond expectations.
Word of Mouth in Action
Red Bull is a walking case study of word-of-mouth marketing, with its
focus on strategically sending ground teams and vehicles to provide
engaging, personal experiences to customers. Other initiatives include
its Red Bull Reporter, where journalism and film students are sponsored
to create buzz-inducing news stories around the Red Bull brand.Effectiveness
labtrend
INSIGHTS / TREND LAB44
Telling brand stories in compelling visual and immersive forms.
ContentTOP TREND OF THE YEAR
TREND
15
STSTORYWORLDS
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB45
TREND
31
CCONTENT CONCIERGE
Content Concierge
Content mixologists Today’s brand experiences swell with rich content, so no wonder attendees keep coming to
soak up the goods. The trick is giving your content legs beyond the event. Today’s content
gurus curate all the greatest content hits and package them in compelling and actionable
formats that align with the sales and marketing goals.
Content
labtrend
Content Concierge in Action
Monster is capturing job seekers by redesigning its Career Advice
section with news, industry analysis, resume templates, videos, and
podcasts. By bringing a human element to the digitally automated, search
bot aspect of job hunting, this strategy is advancing careers as well as
unique visitors — 22 per cent have now entered through content.
INSIGHTS / TREND LAB46
TREND
37
MCMAKER CULTURE
Eventjacking
A playful disruption of brand experience Newsjacking’s cousin eventjacking allows brands to connect with people in a fun and
engaging way. The process requires a unique blend of the live space and real-time content to
arrest people’s attention. One must insert elements of ‘responsive creative’ to foster curiosity,
disruption, and the unexpected in new levels of engagement.
Eventjacking in Action
Vodafone and Capital teamed up to take Capital’s Monster Mash-Up – the
U.K.’s biggest Halloween bash – to the next level. By pairing the party with
Vodafone’s Future Breaker initiative, one lucky new DJ talent will gain the
opportunity to produce a set and be featured in a live online broadcast. The
run-up to the Monster Mash-Up includes a four-week activation across
radio, TV, digital and social.
TREND
28
EjEVENTJACKING
Content
labtrend
INSIGHTS / TREND LAB47
TREND
37
MCMAKER CULTURE
Laughter as Language
Humour is serious business If you’ve ever forwarded a meme, chances are it generated ample lols. Laughter’s universal
appeal taps into our shared humanity and bridges gaps between languages, cultures,
generations, and demographics. It also triggers positive emotional responses. Not taking your
brand too seriously leads to serious customer loyalty. And that’s no joke.
Laughter as Language in Action
Previously unknown shave kit manufacturer Dollar Shave Club made its
mark (and now 10 per cent share of the razor market) by releasing a
hilarious, viral-worthy commercial on YouTube. The brand continues to use
puns, Dad-bod jokes, and hairy humour with sweeping success — the proof
is in the shave cream pudding.
TREND
30
LLLAUGHTER AS LANGUAGE
Content
labtrend
INSIGHTS / TREND LAB48
TREND
37
MCMAKER CULTURE
Less is More
Excess doesn’t always equal successWe’re all sinking under information overload. Instead of adding excessive messages to the
pile, get focused. Highlight your best and brightest with a minimalist approach — targeted,
actionable content pulls in audiences and leads to more satisfying experiences.
Less is More in Action
Smartwater at the AIDS fundraising event, Dining by Design, embodied
minimalism and the brand’s commitment to purification (via rain clouds) with
a clean, all-white dining space, Lucite chairs, and sleek tables topped with
floating cloud fixtures. The brand’s bottles and vibrant blue plates at each
place setting capped off the look.
TREND
46
LmLESS IS MORE
Content
labtrend
INSIGHTS / TREND LAB49
Case Study LAV
Scaling down doesn’t have to mean sacrificing style. Learn how international housewares brand LAV took a less is more approach to its trade show booth with award-winning success.Read more
INSIGHTS / TREND LAB50
TREND
53
mMICROMARKETING
Micromarketing
Pinpoint marketing precision It may seem a little big brother-y, but location mapping isn’t creepy. This pinpoint tech actually
dictates good stuff for all. For marketers, it provides powerful attendee behaviour insights.
For attendees, it leads to personalised, location-specific messages to help navigate the event
and connect to the best opportunities and people.
Micromarketing in Action
The Specialty Food Association knows the power of satisfying experiences
and helping attendees find their way to things they crave. During the level-
up experience at the Summer Fancy Food show, the organisation offered
wayfinding to help attendees easily find ‘Tomorrow’s Products Today’ with
custom maps on touchscreens leading to tasty areas of interest.Content
labtrend
INSIGHTS / TREND LAB51
TREND
37
MCMAKER CULTURE
Me Experiences
The world through my eyesWith various modes of broadcasting now at our fingertips, it’s never been
easier to share our every move with friends, family, and the wider (virtual) world.
Modern technology — namely smartphones and the social media apps they
house — allows users to broadcast experiences through their own lens.
Me Experiences in Action
For the launch of the Mercedes-Benz S-Class in Hong Kong, the
automobile manufacturer created a share-worthy experience to generate
further exposure. VIP guests had the opportunity to visit the S Video
Booth to generate a custom, brag-worthy GIF, ready for tweeting,
snapping, or wechatting.
TREND
34
MeME EXPERIENCES
Content
labtrend
INSIGHTS / TREND LAB52
TREND
37
MCMAKER CULTURE
Personalisation
It’s all about me One-size-fits-all content no longer flies. Audiences today expect content that’s
entertaining, informative, and personalised. Consumers know you have their info
and the tech to spin it into action — so put that intelligence to work for their benefit.
Otherwise, they’ll seek out organisations that do.
Personalisation in Action
The BBC’s interactive infographic ‘Your Life on Earth’ can be personalised
by audience preferences such as birth date and height to generate
interesting facts about how the world has changed in the user’s lifetime.
The graphic provides stats, insights, and figures leading to other content,
including videos and articles on the BBC site.
TREND
38
PPERSONALISATION
Content
labtrend
INSIGHTS / TREND LAB53
TREND
37
MCMAKER CULTURE
Quality V Quantity
Engagement wins the day Back in the day, event success was typically measured by the size
of the attending audience. Size still matters, but it’s more about the
sheer impact of face-to-face engagement and how attendees are
sharing their experiences far and wide. Give them something that
inspires their own content creation.
Quality V Quantity in Action
Marketo designed an immersive experience for its annual summit where
‘Tomorrow’s Marketers’ could design their own journey with a personalised
mobile app, social hub with Insta-print stations for connecting and sharing,
and a glow-in-the-dark closing event. Over 70 per cent of attendees used
the event app, and social media buzzed with the event’s trending hashtag.
TREND
13
QqQUALITY V QUANTITY
Content
labtrend
INSIGHTS / TREND LAB54
TREND
66
RCREACTIVE CONTENT
Reactive Content
Getting snappy with social Had a quick scour of the day’s news and identified an interesting story or snippet of news?
Now it’s time to link it back to your brand and transform it into a short, snappy piece of
content that will translate across your social platforms, engaging audiences in the process.
Content
labtrend
Reactive Content in Action
After IKEA saw its SKOLD rug featured in an episode of the hit show
‘Game of Thrones’, the brand quickly created its very own ‘IKEA Night’s
Watch’ photoshoot and posted the resulting image on its Facebook
page. The photo went completely viral and was picked up by media on
a global scale.
INSIGHTS / TREND LAB55
TREND
37
MCMAKER CULTURE
Storyworlds
The art of creating multidimensional brand stories Immerse your audience in a captivating universe with a multimedia storytelling approach.
By creating multiple, complementary brand narratives and weaving them through
everything from books and games to social media, apps, and live experiences,
you’ll create endless, engaging forms of entertainment.
Storyworlds in Action
To unveil VOXI, its new youth brand, Vodafone opted for a secret launch
event with top music talent and A-list guests. The company took to social
media to release teasers pre-event, and the acts were live streamed via
Periscope. The VOXI brand’s identity was evident across the after-party
space, with creative by young artists unmissable throughout the venue.
TREND
15
STSTORYWORLDS
Content
labtrend
INSIGHTS / TREND LAB56
TREND
15
STSTORYWORLDS
STORYWORLDS | Immerse your audience in a captivating universe with a multimedia storytelling approach.
top trend
INSIGHTS / TREND LAB57
TREND
37
MCMAKER CULTURE
Takeaway Content
I’ll take my content to go Delivering compelling content is part of the event essentials toolbox. But if you’ve done your
job well, attendees will be too engaged in meaningful, action-packed interaction to truly
digest the content. So make sure it’s packaged in easily consumable and sharable formats
that move with roving attendees and their smartphones.
Takeaway Content in Action
IBM covers a lot of content ground. Because the brand affects so many
industries across the world, it keeps its authoritative content offerings
wide and diverse across blogs in niche markets through four different
targeted blog platforms as well as a library of resources including
analyst papers, education, training, case studies, data sheets, FAQs,
reports, and more.
TREND
06
TcTAKEAWAY CONTENT
Content
labtrend
INSIGHTS / TREND LAB58
TREND
37
MCMAKER CULTURE
Visual Speaking
Do you speak Emoji? Oh, snap! We all love pretty pictures. They fill our newsfeeds, catalogue our
memories and hold our attention. And all that eye candy leads to better learning.
Visuals at events will continue complementing and replacing text through way-
finding, event guides, and more. Global bonus: Photos (and emojis!) transcend
language, allowing for seamless communication across cultures.
Visual Speaking in Action
French supermarket chain U took advantage of Snapchat Stories, and
the fact that they disappear after 24 hours, to demonstrate that its fish is
freshly caught.
TREND
23
VVISUAL SPEAKING
Content
labtrend
INSIGHTS / TREND LAB59
TREND
37
MCMAKER CULTURE
Video Ubiquity
Welcome to the age of video first If pictures offer a quick snack of eye candy, then videos provide the feast. In fact, 100
million hours (that’s over a billion videos, you guys!) are viewed on Facebook daily. As this
stat attests, consumers can’t stop consuming all the videos, all the time. For events, this
trend means it’s time to develop rich content that moves and inspires attendees with visually
compelling and moving storytelling.
Video Ubiquity in Action
Taco Bell has been on the video trend for a while, and fans eat it up. The
company posts short, funny videos on Facebook and has a YouTube
video series, ‘Taco Tales’, inspired by real fan stories. Its most popular
upload on Facebook generated 49M views.
TREND
29
VuVIDEO UBIQUITY
Content
labtrend
INSIGHTS / TREND LAB60
Moving from transactional to relationship, transforming customers into advocates.
EngagementTOP TREND OF THE YEAR
TREND
09
GGAMIFICATION
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB61
TREND
42
2SSECOND SCREEN
Second Screen
Device-driven engagement The days of asking or getting attendees to put away their mobile devices are over. So
why not get attendees involved in both the physical and digital worlds, and increase the
interactive aspect of an event with real-time questions, surveys, and social shares? Second
screen comes to the rescue, and the analytics are second to none.
Engagement
labtrend
Second Screen in Action
The Annual Technical Conference and Exhibition (ATCE) harnessed second
screen technology to engage audiences and provide real-time feedback
on both presentations and the ideas presented. The technology amplified
the experience by turning peers into judges to determine the winner of
sessions, creating a bit of competition and a fun and friendly environment.
INSIGHTS / TREND LAB62
Case Study American Society of Hematology
Learn how game-changing second screen technology was integrated into the education program at the ASH Annual Meeting.
INSIGHTS / TREND LAB63
TREND
37
MCMAKER CULTURE
Artefact
Emotive and relevant giveawaysThink of that torn concert ticket or Grandma’s heirloom you still have, still conjuring powerful
feelings. Those feelings are part of the power of an artefact, and today’s promo items have
the potential to create an emotional bond with a brand or organisation. Life is either an
experience or a memory. Artefacts are the bridge.
Artefact in Action
A rising consumer trend is adult colouring books. Yes, colouring
books! According to Nielsen, colouring book sales have skyrocketed
in the last few years. Adult colouring books offer relaxation,
mindfulness, and personalisation. Delivering branded colouring books
at shows can make a lasting connection with audiences.
TREND
17
AARTEFACT
Engagement
labtrend
INSIGHTS / TREND LAB64
TREND
02
CcCONNECTED COMMUNITIES
Connected Communities
We all belong Even in this age of personalisation, being part of a community still matters. Connecting and
sharing with like-minded individuals generates happiness. The key is to use digital tech to
connect like-minded individuals in the same physical spaces at an event or brand experience.
The result: intimacy with a brand — and each other.
Engagement
labtrend
Connected Communities in Action
FishBrain is the premier social network for… yes… those who fish. It has
more than two million users, and fishing enthusiasts can share photos,
stories, and locations where they can team up or go at it alone in the exiting
world of dropping that hook into predawn waters. And they certainly share
sporting equipment advice!
INSIGHTS / TREND LAB65
TREND
37
MCMAKER CULTURE
Gamification
Fun and games for event goersHow do you capture that rarest of prey, audience attention? You engage and immerse,
and the stone for these two birds is gamification — applying game processes and design
practices to motivate individuals into specific goals. Reel ‘em in with quizzes, scavenger
hunts, or Pokémon-esque quests at your next brand experience.
Gamification in Action
At a PCMA event in Canada, attendee teams explored the convention
to complete interactive challenges based on understanding locations.
Teams that completed a challenge received a passcode, which they
entered into the event app for points. The teams with the highest
points received prizes, but it all resulted in educated attendees.
TREND
09
GGAMIFICATION
Engagement
labtrend
INSIGHTS / TREND LAB66
TREND
09
GGAMIFICATION
GAMIFICATION | How do you capture audience attention? Reel ‘em in with quizzes, scavenger hunts, or Pokémon-esque quests.
top trend
INSIGHTS / TREND LAB67
TREND
16
HHANDS-ON
Hands-on
A new era of discover-by-doing This form of immersive engagement brings the world around us to life through the sense of
touch. This approach encourages us to learn by physically doing and through imagination.
And the latter is effective, as it allows us to interpret and break down brand stories to the
lowest common denominator.
Engagement
labtrend
Hands-on in Action
The Please Touch museum in Philadelphia aims to enrich children’s lives
with interactive exhibits and the opportunity to learn, collaborate, and play.
Through exhibits like City Capers and Flight Fantasy, children learn about
the world around them by doing while promoting creativity, imagination,
deductive reasoning, and critical thinking.
INSIGHTS / TREND LAB68
TREND
37
MCMAKER CULTURE
Holograms 2.0
Blurring the lines between reality and technologyA long time ago, in a galaxy far, far away, George Lucas tantalized our imaginations as R2-D2
projected an iconic hologram of Princess Leia begging Obi-Wan for help in ‘Star Wars’. Today,
holograms continue to wow audiences at events with 3-D and interactive aspects, and some
are even infused with artificial intelligence. Science fiction is our new reality!
Holograms 2.0 in Action
Pepsi and Aquafina created an activation in Chicago of a baseball
season that allowed fans to compete with a life-sized holographic
baseball player. Fans got the chance to see themselves play
baseball with the hologram, which they could then share to their
social media profiles.
TREND
52
H2HOLOGRAMS 2.0
Engagement
labtrend
INSIGHTS / TREND LAB69
TREND
33
IpIMMERSIVE PARTICIPATION
Immersive Participation
Make them the hero of the storyAn immersive experience happens when audiences and brands make a deep connection
within a captivating story — all senses absorbed and expectations blown away. How do you
know there’s immersive participation? Attendees become your brand’s evangelists, sharing
the pixels out of your event on social media.
Engagement
labtrend
Immersive Participation in Action
To promote the film ‘Fantastic Beasts’ in China, an exhibition was created
that made audiences part of the Harry Potter mythos. This included giant
sculptures of popular beasts and props featured in the movie, 3-D paintings,
set and prop displays, interactive augmented reality, original movie artwork
displays, and photo backdrops.
INSIGHTS / TREND LAB70
TREND
37
MCMAKER CULTURE
Mixed Reality
Virtual images with very real hype Pokémon Go unequivocally proved the potential of augmented reality, with an
estimated 7.5 million crazed Pokémasters out hunting for digital creatures in real
locations. This new world of mixed-reality marketing encompasses virtual reality,
interactive holograms, hybrid events, and a range of brand experience solutions
that blend the digital and physical worlds for increased audience participation.
Mixed Reality in Action
The Sacramento Zoo hosted a special ‘SacZoo Pokémon Go Day.’
It dropped multiple digital lures at the zoo on that specific day,
promoting Pokéstops and Gyms located at the zoo on Facebook.
The campaign drove ample traffic to the zoo. Some real-life lions got
jealous, though.
TREND
51
MRMIXED REALITY
Engagement
labtrend
INSIGHTS / TREND LAB71
TREND
27
msMULTISENSORY
Multisensory
Indulgent experiences Marketing communication tends to engage two senses — sight and sound. Brand
experiences have the ability to engage all senses, creating richer, more textural
environments where brands can construct entire worlds of experience and unlock
authentic emotional responses.
Engagement
labtrend
Multisensory in Action
Marriott Hotels’ Teleporter may seem like a standard virtual reality solution, in
this case to explore holiday destinations like Hawaii. However, adding to the
display installed heaters (sunlight), water sprayers (ocean), and shifting floors
(rocky terrain) creates an authentic, complete experience for participants.
INSIGHTS / TREND LAB72
TREND
37
MCMAKER CULTURE
VR 2.0
Bringing immersive experiences to the massesOnce an expensive tool reserved for big corporations, over the last few years,
virtual reality (VR) has undergone a period of democratisation and is now accessible to
all. It has turned into a consumer offering, where we can use it both online and offline to
explore new products and services in a unique way.
VR 2.0 in Action
With the dedicated YouTube VR offering, we can tune in to everything
from the Teen Choice Awards red carpet to immersive performances
inspired by Beethoven. Google Cardboard also has a big part to play
here — thanks to its affordability, we can purchase our very own VR
headsets and explore new worlds with ease.
TREND
41
V2VR 2.0
Engagement
labtrend
INSIGHTS / TREND LAB73
Industry Perspective Ford Motor Co.
Garett Carr of Ford Motor Co. shares how the brand scales its VR experience for a variety of activations.
INSIGHTS / TREND LAB74
TREND
37
MCMAKER CULTURE
Retail Experience
The best of both worlds When done right, the retail experience is memorable, truly part of our modern culture. When
done really right, you can skip the line by ordering on an app, like with Starbucks, or have
cocktails in line during an event registration, like with PCMA Convening Leaders.
Retail Experience in Action
Amazon’s physical bookstores are 4,000 sq ft, carrying 3,000
different titles on the shelves. All the books are presented face-
out. Each book is rated four stars or above on Amazon. Books are
arranged on shelves with such taglines as ‘Page Turners: Books
Kindle Readers Finish in 3 Days or Less’.
TREND
18
RXRETAIL EXPERIENCE
Engagement
labtrend
INSIGHTS / TREND LAB75
TREND
65
TpTECHNOLOGY WITH PURPOSE
Technology with Purpose
Avoid shiny object syndrome Tech for the sake of tech is never a good thing; neither is chasing the next shiny gadget. The
digital revolution has brought breathtaking innovations, but the question remains ‘Why?’ Does
tech achieve business goals? Does it make an event more personal or produce better data?
The answers will help you find the right tech.
Engagement
labtrend
Technology with Purpose in Action
The Nike Unlimited Stadium, designed to the exact footprint of a Nike
LunarEpic, took over an entire block in Manila. Runners and sports
enthusiasts could compete in a virtual race against avatars of themselves
along the 200-meter running track, creating a tech-enabled experience that
was both personalized and purposeful.
INSIGHTS / TREND LAB76
TREND
37
MCMAKER CULTURE
On-Live Experience
Leave no attendee behindHumans officially live in two worlds, physical and online, often at the same time — so
successful event professionals must learn to blend the two worlds for maximum engagement.
But the digital gods are kind, and they provide many solutions like second screen tech,
mobile apps, livestreaming, and augmented reality.
On-Live Experience in Action
Major brands already employ hybrid features in their events, such
as Apple’s WWDC or Microsoft’s Surface Laptop Event, which
include live streaming and content capture. The importance of
marketing to remote or absent audiences is not overlooked by
today’s event marketers.
TREND
42
OlON-LIVE EXPERIENCE
Engagement
labtrend
INSIGHTS / TREND LAB77
TREND
63
VoVOICE
Voice
Heralding the return of voice-led communicationWhere once text, email, and other written communications ruled the roost, it seems things
are going full circle. We’re busier and want things instantly, yes, but we’re also missing that
human element to communication. This has seen the rise of tech that can pick up and
respond to our queries via voice prompts.
Engagement
labtrend
Voice in Action
Apple’s Siri, Google’s Assistant, and Amazon’s Alexa are all making headway
when it comes to seamlessly recognising an individual’s message and
replying accordingly. Plus, there has also been a rise in interpretation tech
that is wired to recognise one user’s message and translate it for another
person to understand.
INSIGHTS / TREND LAB78
Unprecedented experiences happen when business, culture, and tech collide.
IntersectionalTOP TREND OF THE YEAR
TREND
60
NPNOMOPHOBIA
Attitude Format Effectiveness Content Engagement Intersectional
INSIGHTS / TREND LAB79
TREND
55
AIAI AUTHORSHIP
AI Authorship
Merging man and machine to shake up creativity as we know it AI: where machines exert their intelligent behaviour to make our lives easier. From art and
poetry to media outlets discussing the use of AI in the healthcare sector — and who could
forget the Siris and Alexas of the world — AI authorship explores how we can embrace this
tech today and what we can expect from it in the future.
Intersectional
labtrend
AI Authorship in Action
Hanson Robotics’ Sophia the Robot has become a celebrated media figure.
In hot demand, she has spoken at global events and been interviewed for
programmes such as CBS’s ‘60 Minutes’ and ‘The Tonight Show’. A prime
example of this trend, she embodies the AI of today and tomorrow.
INSIGHTS / TREND LAB80
Industry Perspective Marketo
Hey, Alexa! How can I learn more about how Marketo partnered with Amazon to bring intelligent voice response to attendees?Read more
INSIGHTS / TREND LAB81
TREND
37
MCMAKER CULTURE
Data Police
Policing goes viralIt may draw parallels to George Orwell’s ‘1984’ or Terry Gilliam’s ‘Brazil’, but new
regulations around data are changing traditional notions of the police as we know them.
In this new world order, they exist online rather than offline, and monitor how companies
and individuals act in the virtual realm.
Data Police in Action
The European general data protection regulation (GDPR) is one
of the most talked-about examples of the data police. Eventually,
though, we’ll all be regulated, and GDPR laws will become the norm.
Maybe we won’t need the data police anymore — or it could be that
bots will be doing the monitoring for us?
TREND
59
DPDATA POLICE
Engagement
labtrend
INSIGHTS / TREND LAB82
TREND
62
FFOMO
FOMO
Social anxiety for experience-loving consumersLive streaming, drones, and social media updates… In this day and age, we’re able to tune in
to almost any experience we like. Ironically, it can evoke feelings of FOMO (fear of missing
out), as we want to be in on the action rather than watching from the sidelines. Tap into this
trend to create some desire or cachet around your event.
Intersectional
labtrend
FOMO in Action
It’s statistically impossible to take in everything at SXSW. In fact, one cannot
even see a maximum of .8 per cent of the content that this 10-day event
has to offer. With thousands of sessions, keynotes, panels, films, product
launches, parties, brand experiences, and various other fringe happenings,
FOMO is redefined, and new fears arise.
INSIGHTS / TREND LAB83
TREND
37
MCMAKER CULTURE
Gig Economy
Choosing to subscribe instead of buyWe’re moving away from making to thinking. Take the Ubers and Airbnbs of the
world — they are at the top of their game, and yet they don’t make or sell any tangible goods.
They epitomise the gig economy, where value is placed on experiencing rather than owning.
Gig Economy in Action
Brands like Zipcar have found their niche — they allow us to hire
a vehicle for an hour at a time, whether it’s a quick airport pickup
or weekend away. They work around the customer. And they’re
thriving, thanks to a generation that would prefer to go through a gig
company rather than own a car.
TREND
57
GGIG ECONOMY
Engagement
labtrend
INSIGHTS / TREND LAB84
TREND
61
NENOW ECONOMY
Now Economy
Welcome to the instant access way of life There is no longer a need to trawl through pages and pages of a dictionary
or encyclopaedia. These humble resources have made way for responsive,
information-rich platforms like Google and YouTube, which are able to provide
answers to our most pressing questions in an instant.
Intersectional
labtrend
Now Economy in Action
The Wi-Fi connected Amazon Dash buttons — which are branded with a
specific product name — can be placed in convenient locations around the
home or office. When you’ve run out of an item — which could be detergent,
coffee, or even beer — simply press the appropriate button and reorder it.
Now that’s convenience!
INSIGHTS / TREND LAB85
TREND
37
MCMAKER CULTURE
Nomophobia
Without our phones, we panicWhether it’s passing time as you wait for public transport or the quick, last-minute scan
of your social feeds before bed, one thing is for sure: our smartphones have become the
modern-day security blanket. The thought of being out of service? It evokes a sense of fear.
Nomophobia in Action
Hopping on a plane for a long-haul flight tends to cause so much
nomophobia amongst the general population that airlines including Aer
Lingus, Delta, Emirates, Norwegian, and Virgin Atlantic, to name a few, now
provide passengers with in-flight Wi-Fi access. The moral of the story?
Reliable Wi-Fi and phone reception are always a good idea!
TREND
60
NPNOMOPHOBIA
Engagement
labtrend
INSIGHTS / TREND LAB86
TREND
60
NPNOMOPHOBIA
NOMOPHOBIA | Our smartphones have become the modern-day security blanket. The thought of being out of service? It evokes a sense of fear.
top trend
INSIGHTS / TREND LAB87
TREND
58
NdA NEW DATA DISCOURSE
A New Data Discourse
It’s no longer just in the numbers Just as the airplane black box records flight data, its latest incarnation — the personal black
box — can be leveraged as a means of controlling, filtering, and tracking all of our own
personal data, allowing us to choose who can capture, manage, access, and store it.
Intersectional
labtrend
A New Data Discourse in Action
The rise of that intangible platform known as the cloud allows us to store
data and link it between multiple devices; plus, the proliferation of providers
such as Dropbox, Google Drive, Box, and Amazon Redshift highlights that
there is an increased need and demand for data storage solutions for
personal and business use.
INSIGHTS / TREND LAB88
TREND
37
MCMAKER CULTURE
YouTubers
Boost your following from your living roomNow that we live in a world where everything is online, easily accessible, and
instantaneous, a whole new industry has emerged — one where information and
editorial content are free. If you share your point of view, or simply something
unique, at the right place and time, you could very well be the next star.
YouTubers in Action
The lifestyle blog Mr. Kate produces fun, award-winning video content
for over two million subscribers. The OMG We Are Coming Over! Interior
Design Makeovers for YouTube Stars! series where, you guessed it, they
transform YouTube stars’ homes, highlights that careers really can be
made via the video-sharing platform.
TREND
56
YYOUTUBERS
Engagement
labtrend
INSIGHTS / TREND LAB89
TREND
64
TETECH ETIQUETTE
Tech Etiquette
Being mindful of when to switch on or off Technology is a ubiquitous part of our lives, so much so that social rules are constantly
written and rewritten around how and when it is acceptable to use our tech. This means
we have the opportunity to take charge, encourage, and create experiences that balance
technology and social engagement.
Intersectional
labtrend
Tech Etiquette in Action
To tweet or not to tweet, that is the question. Symbols of mobile phones
with a cross through them and signs that read ‘No photography’ have been
around for some time. The new phase? Regulations and signage around
when it’s acceptable to use our tech and engage in social sharing in a live
environment and when it’s not.
INSIGHTS / TREND LAB90
Your Turn
Now that you’re done exploring all the trends, use this blank Periodic Table of Trends to mark up which ones might be most relevant to your brand or organisation.
MCMAKER CULTURE
TREND
37
DODO GOOD
TREND
07
eLE-LITERATE GENERATION
TREND
36
LoLOW-WASTE MOVEMENT
TREND
22
MmMINDFULNESS MOMENTS
TREND
21
RIRE-INVENTORS
TREND
40
ReRULES OF ENGAGEMENT
TREND
48
RTRISK TAKERS
TREND
14
AcAUDIENCE TAKES CONTROL
TREND
01
PsPOPSCAPE
TREND
32
EdEDUTAINMENT
TREND
04
CiCOLLABORATION INCUBATORS
TREND
25
EAEVENT ADVENTURES
TREND
24
HKHACKATHONS
TREND
49
NFNEW EVENT FORMATS
TREND
03
TfTED FACTOR
TREND
05
VSVENUE STATEMENT
TREND
10
BDBIG DATA
TREND
11
HVHIGH-VALUE SPONSORSHIP
TREND
12
LLOCATION MAPPING
TREND
47
RRETARGETING
TREND
50
sdSMALL DATA
TREND
39
WWORD OF MOUTH
TREND
19
XgXPERIENCE GUIDES
TREND
45
CCONTENT CONCIERGE
TREND
31
LLLAUGHTER AS LANGUAGE
TREND
30
EjEVENTJACKING
TREND
28
LmLESS IS MORE
TREND
46
MeME EXPERIENCES
TREND
34
mMICROMARKETING
TREND
53
PPERSONALISATION
TREND
38
QqQUALITY V QUANTITY
TREND
13
STSTORYWORLDS
TREND
15
TcTAKEAWAY CONTENT
TREND
06
VuVIDEO UBIQUITY
TREND
29
VVISUAL SPEAKING
TREND
23
AARTEFACT
TREND
17
VoVOICE
TREND
63
CcCONNECTED COMMUNITIES
TREND
02
HHANDS-ON
TREND
16
H2HOLOGRAMS 2.0
TREND
52
IpIMMERSIVE PARTICiPATION
TREND
33
MRMIXED REALITY
TREND
51
OlON-LIVE EXPERIENCE
TREND
42
RXRETAIL EXPERIENCE
TREND
18
RCREACTIVE CONTENT
TREND
66
2SSECOND SCREEN
TREND
43
TpTECHNOLOGY WITH PURPOSE
TREND
65
V2VR 2.0
TREND
41
msMULTISENSORY
TREND
27
GGAMIFICATION
TREND
09
TETECH ETIQUETTE
TREND
64
NPNOMOPHOBIA
TREND
60
NdA NEW DATA DISCOURSE
TREND
58
DPDATA POLICE
TREND
59
NENOW ECONOMY
TREND
61
YYOUTUBERS
TREND
56
FFOMO
TREND
62
AIAI AUTHORSHIP
TREND
55
GGIG ECONOMY
TREND
57
Attitude Format Effectiveness Content Engagement Intersectional
Macro (vision) Micro (tactics)Macro (vision) Micro (tactics)
INSIGHTS / TREND LAB91
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want more?About FreemanFreeman is the world’s leading brand experience company. We help our
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